Posts tagged with Always On

Marketing trends in the age of continuous partial attention

The growing prominence of mobile and online shopping has challenged marketers to refine and tailor how they target the 'always on' consumer.

Retail hours are a thing of the past and the individual lifestyles of consumers are becoming relevant to targeted campaigns.

The optimisation of brand websites and email marketing content for mobile devices is becoming ever more sophisticated as a result, and is increasingly tailored to smooth the customer experience.

This new 24-hour retail market means marketers have to engage customers across a range of devices at all stages of the purchasing journey.

Customers can decide to make a purchase at any time of the day or night, and marketers must be ready to help guide these decisions.

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The four types of 'always on' consumers and their digital traits

Identifying customer personas can help businesses to segment their audience and increase conversions with targeted promotions and personalised web experiences.

To this end, new research by Experian has identified four distinct types of connected consumers that it identified as ‘always on.’

This includes consumers who constantly connect with friends and family, and consume various types of digital content from internet-enabled devices.

The results came from a national survey of more than 6,000 US consumers that explores the platform and device preferences, media consumption habits and the online and offline behaviours of ‘always on’ connected consumers.

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